When surveying the spectrum from pop psych to neurology in works addressed to general readers, one is struck by how few major figures there have been - certainly when cognitive neuro is compared to a far smaller field (1), evolutionary biology, where real literary talents like Loren Eiseley once flourished, where "media dons" like Richard Dawkins regularly clarify our thinking, where there are magnificent series like those of Stephen Jay Gould (fifteen major essays a year, plus scholarly books and research papers, spanning three decades) which have influenced millions to read more. Many writers in the cognitive spectrum have occasionally written an influential book or two, but few could fill the largest available campus auditorium on name recognition alone, even without announcing a topic for the lecture.